IBM and Scuderia Ferrari HP launched a partnership centered on enhancing fan engagement through the Ferrari fan app, introducing AI-written race summaries, games, prediction features, and an AI companion for fan questions.
The redesigned app includes new features such as Italian-language support (which was absent from the previous version), behind-the-scenes stories, and AI analysis of engagement signals to understand which content resonates with fans and inform storytelling strategy.
Engagement data for the app has shown a 62% increase in engagement over race weekends since IBM came on board. Ferrari's fanbase has diversified significantly, with 75% of new F1 fans being women, many of whom are Gen Z.
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